PROPOSED DIGITAL MARKETING TO INCREASE SALES OF SMALL AND MEDIUM ENTERPRISES (SMES): A CASE STUDY OF SUNMORCI
Since 2018, CV Agri Nunifolia Lestari has collaborated with PT Health Wealth Indonesia to produce noni concentrate and juice. Simultaneously, CV ANL also created its own brand of functional noni products under the name Sunmorci. Sunmorci has a clear target market and brand objectives. Sunmorci�...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/71996 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Since 2018, CV Agri Nunifolia Lestari has collaborated with PT Health Wealth Indonesia to
produce noni concentrate and juice. Simultaneously, CV ANL also created its own brand of
functional noni products under the name Sunmorci. Sunmorci has a clear target market and
brand objectives. Sunmorci's advantage lies in the types of products that are tailored to the
needs and habits of the Indonesian people. Besides that, compared to its competitors, Sunmorci
has a more reasonable price for people in Indonesia. However, public awareness of noni
products is still low and has not become an alternative choice for the community.
The purpose of this research is to propose a marketing strategy for Sunmorci through digital
media to accelerate and expand Sunmorci's marketing reach. This study uses qualitative
research methods with data collection techniques in the form of in-depth interviews,
questionnaires, literature studies and so on. This study analyzes internal conditions consisting
of STP analysis, Fishbone analysis and SWOT analysis. and external analysis consisting of
customer analysis and competitor analysis. Based on the findings from the research results,
there is a discrepancy between the product promotions that Sunmorci is doing and the types of
products that are more in demand by Indonesian people.
Based on the research results, several business solutions for the Sunmorci brand were
formulated as follows: 7S framework to formulate solutions at the management stage, RACE
planning to formulate solutions in the customer journey and online to offline (O2O) marketing
strategy to attract customer interest. concern with providing online and offline experiences with
product testers that will lead to purchase. |
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